International Business Etiquette – Cultural Differences Between the Chinese and European Markets

Although business has become international, different cultural characteristics still influence the actions and manners of both European and Chinese business people. The different business etiquettes employed by the European and Chinese can be attributed to the differences in their historical and cultural development.

Within Europe, a common cultural heritage is generally acknowledged to exist, but there are still some differences between individual nations. Learning more about these differences in business etiquette from country to country can provide a valuable tool for the Chinese business person.

The first encounter for Chinese business people in the European marketplace

When European business people meet for the first time, they shake hands firmly. New participants in business interactions are introduced to the other persons present at the beginning of the first appointment. Titles, first names and last names are mentioned.

In most European countries, such as Germany, France and Belgium, using courtesy titles and last names during meetings is the norm.

In the UK and in the Netherlands it is not unusual to act on a first-name basis after the first introduction.

Business cards – A popular Chinese and European market tool

Exchanging business cards is one of the most internationally common ways of providing contact details. Business cards are usually exchanged at the beginning of the first meeting, so that each participant knows the position of the others in the company. If a contact person is absent, always leave a business card behind.

In Europe, business cards are not handed over with both hands, but it is not regarded as impolite if one does so.

Communication between the Chinese and European market

Although most European countries are similar in this matter, each nationality has its own way of communicating.

Dutch business people keep business and private matters strictly separate. When negotiating they are very straightforward and to the point. A no-nonsense approach is used in business meetings and in society. A foreign businessman should not feel offended when a Dutchman says he is wrong.

Business people from the United Kingdom and from Belgium are more careful. They will be very cautious in saying that they disagree and they need time to think things over.

In Luxembourg first contacts are quite formal. For business people from Luxembourg it is important to know that a potential business partner is not just passing through, but that he has chosen the country for its individual characteristics.

In Germany and France people are more distant and formal. French people do not use first names, and one must persevere to gain their trust.

Most Europeans have a good sense of humour. Laughing loudly and self-mockery is not considered as impolite.

Keeping appointments in the European market

In most European countries it is very important to be on time, but due to increased traffic on the roads it can be common for people to be delayed. Arriving late at a meeting can be regarded as an insult. Thus, any delay must be notified immediately.

In France it is recommended to confirm appointments to be sure that the French business partners will be present.

Business lunches and dinners – important events in both Chinese and European market dealings

Business lunches and dinners form a crucial part of the business interaction process both in Europe and in China.

Most Europeans enjoy dining sumptuously. Several courses and a significant amount of time may pass before business topics are brought up. More informal relationships may be established during business lunches and dinners. Subjects for conversation are family life, culture, sports and politics. At European business lunches and dinners strict table manners are required. For instance, making noises while eating is considered very impolite.

Most European countries have a diversified culinary culture supplemented with cooking from all over the world. There are, for instance, many Chinese restaurants. France is famous for its wine production whereas Belgium and Germany are known for their beer breweries.

If one is dining at a business person’s home, normally a small present is brought along. In that case, it is polite to send a letter of thanks the day after the dinner.

Languages of the European market

English is widely spoken in all European countries, but each country is proud of its own national language as well. Therefore, it might be interesting to know how to greet the other person in his own language. Sometimes business cards are translated into English and adapted to the style and usage of the country one is doing business with. 

An overview of differences in business etiquette in the Chinese and European markets

	EUROPE	CHINA
First encounter	Shaking hands firmly	Shaking hands and bowing
Business cards	Handed over with one hand	Handed over with both hands
Communication	Not always straight to business In general: careful and cautious In the Netherlands: straightforward	Not straight to business Avoiding conflicts
Appointments	Always on time, but delays possible due to traffic problems	Always on time
Business lunches and dinners	Very important for establishing relationships	Very important in decision-making process
Languages	National languages and English	Chinese and English

EU Country Data

Belgium

France

Germany

Luxembourg

Netherlands

United Kingdom